Understanding User Behaviour and Increasing Site "Stickiness"
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Understanding User Behaviour and Increasing Site "Stickiness"

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Tips on how to increase stickiness on transactional websites. Presented at SES London 2012 by Jeff Slipko of the Expedia Affiliate Network.

Tips on how to increase stickiness on transactional websites. Presented at SES London 2012 by Jeff Slipko of the Expedia Affiliate Network.

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  • Now I am going to give you specific examples that has worked for us in increasing stickiness for our users. These tips are travel centric, but the principles can definitely be applied to other markets.

Understanding User Behaviour and Increasing Site "Stickiness" Presentation Transcript

  • 1. London | 20–24 Feb, 2012 | #seslondonUnderstanding User Behavior &Increasing Site StickinessJeff Slipko - Expedia Affiliate Network
  • 2. London | 20–24 Feb, 2012 | #seslondonSEO and Usability
  • 3. London | 20–24 Feb, 2012 | #seslondon Stickiness?• Expedia = Travel Transactional• Increasing Conversion • Not More Time on Site• UX - Careful of Distractions
  • 4. London | 20–24 Feb, 2012 | #seslondonTips To Increasing Stickiness
  • 5. London | 20–24 Feb, 2012 | #seslondonReturn Relevant Results• Increase number of results per page• Sort for proximity of landmark / address• Visuals (images, map)• Suggest alternate properties
  • 6. London | 20–24 Feb, 2012 | #seslondonEncourage Use of Filters• Dynamic• Sliders when possible• Retain all filters and sorts• Add option to clear selected fields
  • 7. London | 20–24 Feb, 2012 | #seslondonClear Price Displays• Bigger is better• Highlight promotional rates• Remain consistent through funnel• Create transparency• Allow customers to change currency
  • 8. London | 20–24 Feb, 2012 | #seslondonCreate Urgency• Highlight 5 or less rooms• Number of times booked• Number of users viewing• Time of last booking
  • 9. London | 20–24 Feb, 2012 | #seslondonUrgency – Number of Rooms Left 2.5% Increase in conversion
  • 10. London | 20–24 Feb, 2012 | #seslondonEasy to Find Content • Limit tabs • Don’t make customers search • Show thumbnails on main page • Include guest reviews
  • 11. London | 20–24 Feb, 2012 | #seslondon Property Details Photo Layout Is The Winner2.28%Increase in conversion
  • 12. London | 20–24 Feb, 2012 | #seslondon• Remove Unnecessary fields and steps• Test one-page flow• Remove links from checkout header• Provide phone number• Remind customer what they ‘re buying Streamline Checkout
  • 13. London | 20–24 Feb, 2012 | #seslondon Chameleon:Redesigned Search Results
  • 14. Three Main Takeaways1. Stickiness on transactional sites should focus on increasing conversion. Not time on site.2. Focus on the user experience. Make it easy for users to accomplish their goal and they will stick around.3. Be transparent about what you are offering.
  • 15. London | 20–24 Feb, 2012 | #seslondonThank You!Jeff SlipkoExpedia Affiliate NetworkTwitter: jslipko